Applebee’s 60-Minute ASMR Grilling Video Lets the Sizzle Sooth

Watch chicken, shrimp, steak and ribs cook

Last summer, Ikea took advantage of the growing fan base for ASMR, or autonomous sensory meridian response, videos on YouTube with a 25-minute video of a woman smoothing sheets and whispering about various products. Now, Applebee’s is looking to tap into that audience with a 60-minute video featuring “soothing grill sounds” with imagery of chicken, shrimp, ribs and steak cooking that’s oddly relaxing. Sure, why not?

@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.